You can send One-Way and Two-Way SMS and MMS messages in the USA with a registered 10-Digit Long Code (10DLC), Toll-Free Number (TFN), or Short Code.

This country has a few more sending rules than most. Read the rules and best practices below to ensure you stay compliant.

Available Sender IDs

You can send using either a 10-Digit Long Code (10DLC) or a Toll-Free Number (TFN) in the USA. For high-volume traffic, you may also send via a dedicated Short Code.

Your number must be registered, and costs apply.

10-Digit Long Code (10DLC)

Send from a trusted, local number. Your messages will always come from a consistent Sender ID, which is perfect for establishing trust and recognition. 10DLCs are suitable for low to medium message volumes.

Click here to read the 10DLC registration guide

Purchase a dedicated number via our Dashboard by going to:

Sender IDs ➔ Buy a Number

10DLC registration usually takes 1-3 business days and costs do apply.

Registration requirements

A clear use case for your messaging campaign (e.g. appointment reminders, customer service, promotions)
Sample message content, including opt-out instructions
A compliant privacy policy and terms of service
Proof of opt-in or a detailed description of the opt-in process
Brand and company information (e.g. name, address, website)
Expected message volume and sending frequency
Your business’s Tax ID / EIN (for U.S.-based businesses)

Toll-Free Number (TFN)

Toll-Free Numbers are 10-digit numbers (e.g. 888, 800, 877 prefixes) that support two-way messaging. Your messages will always come from a consistent Sender ID, which is perfect for establishing trust and recognition. TFNs are suitable for low to medium message volumes.

Click here to read the TFN Registration guide

Purchase a dedicated number via our Dashboard by going to:

Sender IDs ➔ Buy a Number

TFN registration usually takes 1-7 business days and costs do apply.

Registration requirements

A clear use case for your messaging campaign (e.g. alerts, promotions)
Sample message content, including opt-out instructions
Proof of opt-in or a detailed description of the opt-in process
Brand and company information (e.g. name, address, website)
Expected message volume and sending frequency

Short Code

Short codes are 5-6 digits long and offer superior throughput — ideal if you plan to send a high volume of messages.

To purchase a short code, please contact support.

Short Code registration usually takes 8-12 weeks and costs do apply.

Registration requirements

Your ClickSend account manager will contact you to guide you through the highly regulated short code application process. To complete registration, you’ll need to provide detailed information, including:

A clear use case for your messaging campaign (e.g. marketing, 2FA, customer alerts)
Sample message content that includes opt-out instructions
A compliant privacy policy and terms of service
Opt-in proof or a detailed description of the opt-in process
Brand and company information (e.g. name, address, website)
Expected message volume and frequency

Rules and best practices

CTIA’s Guiding Principles

The CTIA represents the U.S. wireless industry and sets messaging compliance standards. All messaging programs must follow these four guiding principles:

Clear Calls-to-Action: Consumers must clearly understand what they’re signing up for.
Valid Consent Mechanisms: Consent must meet CTIA’s requirements, giving consumers control over what they receive.
Opt-In Confirmation: The first message must confirm the user’s opt-in and include opt-out instructions.
Honor Opt-Out Requests: All opt-out requests must be acknowledged and actioned promptly.

Consent Types: What’s Required?

There are three main messaging categories, each with its own consent requirements:

1. Conversational Messaging

Back-and-forth conversations initiated by the consumer.

First message: Sent by the consumer
Message type: Two-way
Purpose: Response to a specific request
Consent: Implied (no formal permission needed)

2. Informational Messaging

Texts sent in response to a request or as part of a service (e.g. alerts, reminders).

First message: Sent by either party
Message type: One-way or two-way
Purpose: Provide requested info
Consent: Express (verbal, written, form, or online opt-in)

3. Promotional Messaging

Messages promoting a product, service, or special offer.

First message: Sent by the business
Message type: One-way
Purpose: Marketing, sales, or promotional content
Consent: Express Written Consent (e.g. checkbox, signed form)

Note: Promotional messaging is the most regulated and subject to stricter rules under TCPA.

Opt-Out Requirements

All campaigns must include clear opt-out instructions (e.g., “Reply STOP to unsubscribe”).
If sending messages in a language other than English, opt-out instructions must be provided in that language as well.

Link Shorteners

Public link shorteners (e.g., bit.ly) are not allowed. AT&T and other carriers banned them due to their potential to obscure deceptive or malicious URLs. Messages using public shorteners are often flagged and rejected as spam.

If you need to shorten URLs to stay within character limits, ClickSend offers a built-in link shortener.

Content guidelines

Before sending to the USA, please review our Sending Guidelines to understand prohibited message types. Additionally, you must adhere to the specific local regulations of disallowed content outlined below:

Banded Content	Notes
High-risk Financial Services Payday Loans Student Loans Auto/Vehicle Loans Mortgage Loans Short Term- High Interest Loans Loan advertisements Debt collection	Exception from direct lenders for secured loans (i.e. Banks sending loan advertisements)
3rd Party Debt Forgiveness Debt Consolidation Debt Reduction Credit Repair Programs	"Third-party" means originating from any party other than the one who is owed the debt. For example, a hospital could send messages regarding bills for its own patients, assuming they provided opt-in to receive that messaging. Debt consolidation, debt reduction and credit repair programs are prohibited regardless of if there is first-party consent.
Gambling Lottery Raffles Sweepstakes Bingo	Traffic is prohibited in the US on all number types (Toll Free, Short Code, Long Code). Raffle campaigns are also prohibited as the carriers see this as gambling. Bingo related messages are allowed on an approved Short Code and 10DLC. Community or local based Bingo related messaging are also permissible on carrier networks.
Job Recruitment	Job Recruitment Exception: Permitted if it is from 1st party (The customer is hiring for positions within their own company)
Get Rich Quick Schemes Work-From-Home Schemes Risk Investment Opportunities Multi-Level Marketing	Not allowed on carrier networks
SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco)	Alcohol, tobacco, and vape-related messaging is permitted on Short Code, and Long Code, provided that proper age verification procedures are implemented. ONLY alcohol related content is allowed on Toll-Free with a proper age gate. Age verification must require users to enter their date of birth, rather than simply answering yes or no. However, messaging related to firearms, is not allowed on Short Code, Toll-Free, or Long Code, regardless of age verification. Messaging related to firearm "parts" is okay on 10DLC. Tobacco/Vape messaging is permitted on Short Code with appropriate age verification but is not allowed on Toll-Free.
Cryptocurrency	Businesses focused exclusively on stocks, investing, or cryptocurrency are only allowed to send SMS messages related to two-factor authentication (2FA).
Deceptive Marketing	All third-party use cases are strictly forbidden. Consent must be obtained directly from end-users.
Lead Generation	Any third-party use cases are strictly forbidden. Consent must be obtained directly from end-users. Political use case customers sending SMS messages are not able to use voter registration databases to collect consent and outreach end-users. Any business with a terms of service or privacy policy that mentions sharing or selling consumer data/opt-in information is considered noncompliant.
Charitable Donations	Allowed if a tax-exempt charity organization under IRS code 501(c)(3) or a registered political party. Must provide documentation if requested

Need help?

The USA has a few more rules than most — but we’re here to make it easy. Chat with our support team any time to walk through registration or message setup.